Where We Are Where We’ve Been Where We’re Headed Shawn Rorick New Media Strategist Author of “Emerging Marketer”

Shawn Rorick Companies: Director of (Internet) Marketing

Shawn Rorick Author of “Emerging Marketer” Release November 2009 Founder and Chairman

Availability (Speed) of Information Google’s mission statement… Organize the world’s information, making it accessible AND useful PCWorld, 2003 Claims all information in the world “doubles” every 3 years 5 “Exabytes” hold the world’s data

What is an “Exabyte”? A “1” with 18 zeros behind it (6 zeros more than a terabyte) All “words ever spoken” by human beings would take up 5 Exabytes of storage … and this was in 2003, with all the information in the world doubling every 3 years…. All of this information has caused areas of our society and media to “evolve”. 1,000,000,000,000,000,000

Just for fun… Let’s say the rate of information doubling progresses over time. It used to take 50 years to double Then it took 25 years Then 5 years Then 3 years We are, indeed approaching “Technological Singularity” When progress in technology happens instantaneously………. 50 25 5 3

A.I.

“Cloud Computing” The “place” where all this information is stored today. The “cloud” is a metaphor for the internet (derived from network diagrams.) “The Internet cloud, is where the distributed and programmable network of services across the globe will serve all the data, resources and functionality we will ever use.” - Alex Barnett, alexbarnett.net I want Cloud computing so bad. I regularly use four PC's and three mobile devices - I don't really want to, I just have to.” - Liam Cassidy (blogger)

No more software titles at Best Buy No more cables to your television, phone or stereo No more video stores No more “hard drives” for storage No more Websites? No more “downloads”? Imagine… X

How are basic interactive marketing strategies applied in a world like this? When it comes to: Search Display advertising Email marketing Evolution in tactics will need to happen!

Evolution of Web Media The Web is thus getting “smarter” Instead of results, we are getting recommendations The future of the web is “personalization” Personalization happens in 4 parts… Personalized recommendation – recommend things based on the individual’s past behavior Social recommendation – recommend things based on the past behavior of similar users (Google’s Social Search!) Item recommendation – recommend things based on the item itself A combination of the three approaches above.

Look at where online media spending is today… How does this data take the speed of information and evolution of media into consideration? Search Display Ads Classifieds Video Rich Media Email … it doesn’t!

Imagine Advertising Spending like this… Social Media Search Mobile Virtual Worlds Widgets / Desktop Apps Rich Media RSS In-Game

…this is reflected in growth rates of today’s emerging media spending In-Game Advertising – 80% Mobile Advertising – 60% Social/Video/Widgets – 128%

The “Long Tail” is changing… “Long Tail” is Buzzword used to exemplify internet usage by the mass population. … or it’s just a word people use to sound cooler than they really are.

Take the Long Tail of search marketing for example…

With new media, the Long Tail gets thicker… Internet search Mobile Virtual Worlds Blogs / Micro Blogs Social Media ? ? ?

Fragmentation of Media The fragmentation of media is the result of an increased online user population over time… “The future of online media is already here. It’s just unevenly distributed.” Chris Anderson, Editor in Chief – Wired Magazine Media fragmentation makes it virtually impossible for marketer’s to effectively have presence everywhere.

Internet Population Growth The last big jumps in online users occurred in 2001 and 2003. Today, they are 6 – 7 Years mature in how they use the internet

Older Tactics vs. Newer Tactics The 2008 presidential race was a “perfect” example of how interactive media is changing….

How did the two differ online? McCain used: Video Sharing Blogs / Social Media

How did the two differ? Obama used: Video Sharing In-game advertising Blogs / Social Media Mobile (SMS) Viral campaign (sample)

Web site evaluation Obama McCain Most pleasing design… 84.5% 15.5% Most innovative… 82.4% 17.6% Most appealing content… 71.6% 28.4% Ease of use… 73.8% 26.2% Copywriting… 70.1% 20.9% Interactivity… 75.2% 24.8% Technology usage… 82.4% 17.6% Conducted by the Web Marketing Association (WebAwards)

Why are new media tactics approached “conservatively”? Often they are an unproven application Non-applicable demographics (younger) Not many case studies And…

Average estimated age of Board of Directors is 55+ (Cisco, Gannet, Exxon, AT&T, etc) “Old school” existed in Enron, Friendster, Qwest, Xerox, etc. Once retirement hits, the next generation gets in Imagine interactive media and advertising with a board of directors that grew up using the internet. “Old School” thinking

“Division of Media” Disciplines In 1995, the advertising world split into two disciplines: Offline and Online Measurable Accountable Adaptable Flexible Innovative Cheaper

“Merging of Media” 10 years later, the two are coming back together This “re-mergence” has been fostered by acquisitions and mergers of offline and online media agencies as well as…

“Merging of Media” Media evolution of comparable formats Mobile Marketing In-Game Advertising Social Media Widgets / Gadgets Telemarketing Outdoor Advertising Public Relations Logoed Apparel

New Concept: “Halo Media”

New Concept: “Halo Media” Media fragmentation exhibits users deciding where, how, and when they will consume media. This results in a “cluttered” environment. As marketers, we are forced to seek multiple placements within all interactive media surrounding us.

Traditional method of online sales conversion process… $$ Buy $$ (Web site) 50% off buy now!

“Halo Media” (contribution to “the cloud”) Completing a circle of presence around the Web site / company. Users aren’t asked to “click and buy” Experience, reference, discuss and purchase when they are ready.

“With all the new… What should we do?” (Dr. Seuss, 2009) 2 key questions interactive marketers need to keep asking: Where is my time best spent? Which new media offers the best returns?

Answering the questions… Measurement is critical (and always will be) Remember, not all opportunities are “applicable” Forget the “rules” (there are none) Get closer to traditional media Continue to be the “expert” Educate and share insights Play the budgets… remember we’re “merging” with offline media

“Action Items” Attend “new” or “emerging” media conferences Don’t spend money on what you already know Ask lots of questions Interrogate Salespeople (turn around the “pitching”) ALWAYS – put yourself in the “user’s shoes”

“Trendsetters and Opinion Leaders” This is what YOU ARE in the digital marketing age. We are at another pivotal point in history where emerging media is influencing audiences You are the “innovators” and “evaluators” You play a role in how digital media evolves Be sure to Question, TEST, defy and implement new technologies when it comes to advertising

Thank You Shawn Rorick Emerging Marketer, Inc. www.emergingmarketer.com shawn@emergingmarketer.com Twitter.com/shawnrorick